It doesn’t matter what kind of business you are in, social media success hangs on the choices you make. Whether you’re selling to other businesses or to consumers, whether you’re a tiny company or giant corporation: your choice of social media platforms, type of content and timing will be specific to you and your target customers.
But, there are some basic principles that will help you to get it right…
Right Time. Right Place. Right Message.
We often have high expectations of social media and of the staff who are managing it on our behalf. It’s wise to be realistic about how much it can do for us, and where the limits lie.
Your customer journey has changed.
Today, your customers are looking for a lot more information before they pick up the phone, send you an email or fill in that enquiry form on your website. About 70% of their decision-making is done before they first make contact with you.
So, where are your customers looking? Their journey may take them all over the internet, online searches, looking at social media to see what you talk about, how you behave and how you respond to customers. They’ll also be looking for any comments, testimonials and favourable reviews from clients.
Potential customers are trying to build a picture of you to see if they can trust you and if you can deliver – are you the real deal?
Authenticity is important on social media, as it helps us to build trust. It’s one of the biggest downsides to outsourcing social media management, because it’s difficult to get your true voice and personality across.
Depending on your sector and who your customers are, they will be looking for information about you in different places. They may be on Facebook, looking at the videos or images you’ve uploaded and they are quite likely on Twitter, which works for B2B, B2C and business to government.
They may be searching on YouTube, particularly if they want to learn and educate themselves, see how you do something or how your products and services are applied. If you offer business development, they could be using LinkedIn to find out more about you.
Potential customers will expect to find lots of information about you to build a picture and build trust. Think about where you appear online and on social media at the moment.
How does Social Media help with marketing?
People often assume that if they publish a couple of posts on Facebook the phone will ring and they’ll make loads of money. If you’re really lucky, that’s what happens, but more generally it works in two key stages in the marketing sales funnel.
Social media works at the beginning of the funnel (or journey) to attract visitors to your website.
You may be inviting them to read a blog article, watch a video or download a report or white paper.
This is what we consider as ‘weak links’, because these aren’t your ‘friends’, they are digital connections to your business and your online profile.
BUT, it could be the beginning of a relationship.
One of the pluses of social media is that it can quickly create a conversation between you and another individual, and works brilliantly at the top of the funnel.
It can also work superbly at the very bottom of the funnel, post conversion. Once somebody becomes your customer, they begin to like you and in time may think what you do is great. These can become your Promoters as they’re more likely to engage with your social media posts, commenting and sharing them.
These are your advocates.
The other stages – conversion and closing leads – need a good website with good content, a strong email funnel and the ability to close leads. Don’t expect too much of your social media at these points.
Either way, you will need to be in the right place, at the right time with the right message.
To find out more about the Three Rs of Social Media Success check out our video:
We hope you’ve enjoyed the The Three Rs of Social Media Success.
Why not check out the other blogs in the series:
- The Three ‘Rs’ of Social Media Success
- Know the Right Place for Social Media Success
- How You Will Know the Right Time for Your Customers on Social Media
- Get the Right Message: Get their Attention
- Build Your Social Media Following versus Buyer Reach and Followers
- Are your Goals ‘SMART’ Enough for Social Media Success?
- Mobile First and Live Streaming Video Help You Succeed in Social Media
If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.
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